Pop show T4 star Sarpong will blog on Windows Live Spaces, with users invited to post comments. Sarpong's exclusive backstage coverage will be streamed live on MSN's Live Earth web site at http://liveearth.uk.msn.com/. MSN, the event's exclusive online media partner, has already launched a range of interactive features on the site. The MSN Live Earth Tree allows users to add environmental pledges to a virtual tree. The animated tree serves as a social networking site as users search each others pledges and forward to friends.
Peter Bale, head of content, MSN said: "As well as being one of the most charismatic characters in British media, June has been an active campaigner on environmental and social issues and it's great to have her on board. The compelling content she will bring to the site will complement the host of interactive features already available. June is the first in a series of new contributors that we will be introducing."
Most people are unaware of Live Earth's sponsors, according to research. When asked who's sponsoring the event, 10 per cent named Coca-Cola and 8 per cent cited Yahoo! rather than MSN. (Source: Lightspeed Research and The Ethical Reputation Index)